By Dr Ruth Marciniak, MSc Fashion and Lifestyle Marketing Programme Leader The transformation of retailing over the last two decades has been phenomenal. Most significantly, the sector has experienced growth in online shopping. Digital and social media channels are used to purchase goods and, post purchase, publicly complain if customer expectations...
By Dr Ruth Marciniak (MSc Fashion and Lifestyle Marketing Programme Leader) Vital to the fashion and lifestyle sector is the ability to analyse social, technological, political and cultural trends, which in turn, enable those working in the industry to predict patterns of consumer behaviour and, in so...
By Dr. Ruth Marciniak (MSc Fashion and Lifestyle Marketing Programme Leader) The iconic department store brand, House of Fraser’s recent announcement of closure of 31 of its 59 retail outlets, reflects a global trend. House of Fraser, which began its life as a Victorian Drapers in Glasgow...
By Dr Ruth Marciniak, MSc Fashion and Lifestyle Marketing Programme Leader Critical to fashion marketing is the brand, traditionally defined as a design, sign and or symbol, which functions as a corporate, promotional and creative tool to differentiate products and services between competitors operating in the same market. However, the...
(By Dr Ruth Marciniak, MSc Fashion & Lifestyle Marketing programme leader) Influencers are those people who have influence over existing and potential customers and, by way of influencing others, marketing efforts are oriented around them. Whilst an influencer may be highly interested or work within fashion, it is rare that...
(IMAGE: Courtesy of Lulumelon) (By Dr Ruth Marciniak, MSc Fashion & Lifestyle Marketing programme leader) Clothing has a long history of attracting academic interest, drawing upon a wide variety of disciplines including social science, psychology, anthropology, art, history, cultural and communication studies. In so doing, this signposts that...
The British School of Fashion at Glasgow Caledonian University's London Campus are thrilled to announce the launch of the world’s first MSc Fashion and Lifestyle Marketing. The British School of Fashion is at the forefront of Fashion and Luxury Education in Europe. We were the first...